According to research from Intensify and Ascend2, B2B go-to-market teams that use intent data are much more likely to report success with their strategies. Of the 612 survey respondents whose firms use intent data, 48% said their GTM strategy is very successful, compared to 17% of those who don't use intent data.
The most influential uses of intent data for GTM efforts are customer account expansion, digital advertising, lead generation, and account identification. The biggest challenges are creating a strategy, measuring impact, and converting data into insights efficiently.
The report was based on data from a survey of 612 B2B customer success, marketing, and sales professionals who work for companies with annual revenue of more than $10 million.
The Value of Intent Data for B2B Go-to-Market Teams
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